Inside marketing courses at emlyon : the experience of Charlotte Rose

What motivated you to pursue the MSc in International Marketing & Business Development at emlyon?

Charlotte Rose : “During my bachelor's degree in international business in the US, I spent a semester in Paris, which gave me valuable exposure to a cross-cultural environment and confirmed my interest in returning to France. That experience reinforced my ambition to pursue an international career and strengthened my motivation to work in a global context. emlyon and the MSc in International Marketing & Business Development stood out to me right away — mostly because of the global outlook, the focus on entrepreneurship, and the chance to develop my skills through hands-on projects in international settings."

What courses within the program have been the most beneficial to you?

“Future of Marketing with Dr Verena Gruber was a great class focused on sustainable marketing. I also really enjoyed Marketing and Business Automation & Optimization because it gave me a solid introduction to technical tools and skills I hadn’t used before. Global Market Dynamics and Negotiation Skills were also very useful, especially for the soft skills I developed through both. I know these will be important in any international business context."

What role did faculty play in this?

“One of the things I have really appreciated at emlyon is the mix between academic depth and practical relevance. On the one hand, you have professors who have spent their careers in research and really push academic thinking forward. On the other, there are guest lecturers who are active professionals, coming in to teach specific courses and share their practical, hands-on experience. That combination has played a significant role in making the program so valuable for me.”

How have you been able to apply what you learned from these courses?

“I am currently working on a consulting project for Hanoia, part of the Openasia group, here in Vietnam during the semester at the French Vietnamese School of Management.  It’s been a great opportunity to apply what I learned in courses like Global Market Dynamics and Strategy for Emerging Markets.  Since I’m helping them expand into more developed countries, it’s been interesting to see how different business development is from one part of the world to another. I say that as an American studying in Europe and now gaining professional experience in Asia.”

The highly international aspect of the MSc seems to fit you well.

“Definitely. Cross-cultural management and all the associated soft skills are central to what I’m doing now in Vietnam, and they’re a big part of what I want to pursue in my future career. The cohort is really diverse, and that makes a huge difference — both in class and during placements. Thanks to the mix of backgrounds, the courses we take, and the projects we work on, I’ve built strong connections with classmates from all over the world. Some have up to 10 years of experience, others are just starting out. I’ve learned so much, both academically and personally, just from the people around me."

Do you have the option to customize the curriculum?

“One of the differences with the MSc in International Marketing & Business Development is that there aren’t any electives.  The program is very structured and comprehensive. That has worked well for me — some courses that I might not have chosen if they’d been optional have turned out to be both invaluable and genuinely fascinating.  I think the way the MSc is designed — covering areas such as international marketing, business development, strategy and sales — has helped me become a much more well-rounded professional. You get a truly 360-degree view on business development from this program.”   

How do you see yourself applying these skills and knowledge in your future career? 

“The program is so comprehensive that it’s really broadened my understanding of parallel industries and sectors, as well as many functions within a business. It’s no coincidence that when applying for the internship that I will carry out from July of this year I found opportunities in many roles of interest - the MSc has given me the skills and tools to explore many options. For the internship, you have to fulfill a position in one of marketing, sales, business development or communications.”

“Looking beyond the program, courses such as Future of Marketing will certainly serve me well career-wise as it’s opened my eyes to aspects of sustainable marketing that I was previously unaware of. Gone are the days where sustainability was just a matter of recycling packaging and reducing emissions – now it’s about reconstructing the whole marketing profession.  I see myself helping people use products more responsibly throughout their entire life cycle. The courses in the MSc in International Marketing & Business Development clearly guided me in that direction.”